Recent news
Sales of 200 mil. euros in three years, regional expansion and an increase of the market share by 4%
Haluk Akdemir, CEO of Caroli Foods Group: Right now the market is certainly in regression, with levels between -1% and -5% in volume and with approximately 10% in value, because people are experiencing a decrease in their revenues and therefore buy cheaper products. That is why, for year 2011 we expect a stagnation of the market followed by a small increase in 2012. On the whole, we estimate an advancement of 5 or 6% for the local delicatessen market during the next three years.
The chief of Caroli Foods Group – a company formed as a result of the association between the delicatessen manufacturers Caroli and Tabco-Campofrio – claims that he has set his mind on increasing the sales by 80 million euros during the following three years and on increasing the company’s market share by 4%.
“Following the transaction, we expect an increase of the turnover from 120 million euros gross, as it currently is, to 200 million euros during the following three years and an increase of the market share from 16% to 20% exclusively due to an organic increase. We believe that the joining of forces will improve the EBITDA, but my ambition is to obtain an EBITDA of more than 10%”, says Haluk Akdemir, CEO of Caroli Foods Group.
Akdemir, 41 years old, who has been running the Caroli business for almost four years, spoke about the reasons behind entering into a joint-venture with the local subsidiary of the Spanish manufacturer of delicatessen Campofrio for the first time after signing the agreement between the two companies, which happened in March this year.
He claims that he tried to enter into a partnership or collaboration with a local manufacturer of delicatessen as soon as he took over the executive management of the company.
“Back then (in 2007, beginning of 2008 – our note) I spoke with seven or eight of them with a view to entering into a partnership even for product distribution. It didn’t work because there was no desire for collaboration from the Romanian enterprisers dealing in the delicatessen industry. On the one hand because they were very much involved in the business and on the other hand because it was a growing economic environment”, remembers the CEO of Caroli Foods Group.
The representatives of Caroli had these discussions about such a collaboration even with the Campofrio Group, but the answer received from the Spanish giant was postponed as a result of the merger with the American Smithfield Group at the European level.
“Before Smithfield merged with Campofrio, I was hoping that the management of Campofrio had a vision similar to ours. At some point, we even shared the same impressions, but at that time the merger with Smithfield had already been signed. After the merger, we needed time to arrange the merger and to pay attention to Romania. However, we stayed in touch”, said Akdemir.
They negotiated for more than a year
Thus, in the first part of year 2009, the discussions for entering into a partnership were resumed and, in a short while, the negotiations were started, as well as the assessment processes for the two local businesses, Caroli and Tabco-Campofrio.
“The discussions with Campofrio lasted for 14-15 months before the agreement was signed. It took us quite some time to assess the businesses”, says Akdemir, who was directly involved in the negotiations, as a representative of Caroli.
He did not wish to give too many details about how the assessment of the two businesses was conducted, but he did mention that the financial results for 2008 of the two companies were considered and that all the indicators were taken into account.
Akdemir says that the Campofrio brand, which belongs to the premium segment, complements the portfolio of Caroli products dedicated particularly to the average and economic market segments.
“Campofrio was the first international brand to settle here. Although this brand is not as developed as Caroli is, it is quite famous and very well positioned on the ham segment.”
By entering into this joint-venture, the representatives of Caroli are aiming not only at developing the company at the local level, but also to enter new markets in the region, and among the envisaged countries there is Serbia, Bulgaria, Republic of Moldova, Ukraine and Turkey.
“I want us to be present in the region with our own brands and we are analyzing all the operating strategies we have available. Going together with the existing partners is such a strategy. We are now trying it in Bulgaria”, stated the CEO of Caroli Foods Group, adding that he takes into account even new purchases.
How does the new group look like?
The delicatessen manufacturer Caroli Foods, the business of the Lebanese family El Solh, and the European giant Campofrio Food Group, the owner of the local delicatessen manufacturer Tabco-Campofrio, have announced they signed the agreement to merge the operations of the two companies by forming a joint-venture at the beginning of March this year. However, until signing the final agreement, which happened in the second half of July this year, the two local companies worked independently.
“It was only three weeks ago that we started to run the two businesses together, i.e. Caroli and Tabco-Campofrio”, says Akdemir.
Caroli Foods Group now has over 8,000 outlets, two production units, more than 400 products in its portfolio, and more than 150 sales agents.
“Now we must see which products overlap each other. At first sight, we haven’t noticed any need to increase the production capacity. We have decided to keep both factories, but they will not continue manufacturing in its current form. At Tulcea we will manufacture mainly ham, and at Piteşti the other product categories.”
The logistics and distribution system will also be changed, considering that there are areas where Caroli and Campofrio have storehouses located several hundreds of kilometers away and the investments in marketing will increase during the next three years to at least 7 million euros in order to sustain the promotion of the main brands, Caroli and Campofrio.
Restructuring, another 18 months
“Now, the restructuring process is divided into smaller projects that will be completed within 12 or 18 months. The main targets will be to reduce the number of products, to specialize the factories, to align the logistics and the infrastructure.”
The CEO of Caroli Foods Group says that once a week he meets with the managers who report to him directly, and who are now six instead of four, as they used to be before the joint-venture. “We are discussing about how the sales size is evolving, about how the prices and the market are evolving, and what each separate department has to deal with. We align our agendas and establish the performances we have versus our targets”, says Akdemir.
Among the company’s targets for the next three years counts the increase of the turnover by 80 million euros and the increase of the market share by 4%, although the forecasts of the Caroli manager as regards the evolution of the market in the next few years are not very optimistic.
“Right now the market is certainly in regression, with levels between -1% and -5% in volume and with approximately 10% in value, because people are experiencing a decrease in their revenues and therefore buy cheaper products. That is why, for year 2011 we expect a stagnation of the market followed by a small increase in 2012. On the whole, we estimate an advancement of 5 or 6% for the local delicatessen market during the next three years.”
Akdemir believes that both the number of actors and the number of products on the local delicatessen market, which is high as compared to other countries like Turkey and Great Britain, will diminish during the next few years and the first ten actors will get to control 75% - 80% of the market, as compared to 60% as they currently do. However, an important element in attaining these estimates will be the evolution of the local economy.
“If the strategies are implemented, Romania will have the possibility to make some changes. As regards the delicatessen industry, a low VAT for the main products and an eradication of the black market and tougher verifications of imports are the main aspects that should be taken into account”, said Akdemir.
Caroli Foods Group shareholders and Campofrio Food Group complete formation of joint venture creating the leading processed meat company in Romania
Bucharest, July 27 2010 – The shareholders of Caroli Foods Group and Campofrio Food Group have signed the final agreements leading to the creation of a new group, combining their existing Romanian operations in the form of a joint venture. Prior to signing, the transaction received the approval of the local Competition Council at the end of June and all legal formalities have now been concluded.
The new group, which will operate under the Caroli Foods Group name, will lead the Romanian processed meat market in sales, combined branded market share and volume. Products will be marketed under the Campofrio, Caroli, Maestro, Sissi, Gourmet and Primo brands.
The new Caroli Foods Group will operate under the governance of a 5-member supervisory board consisting of representatives of the partners to the joint venture, the chairman of which will be Talal El-Solh. Haluk Akdemir has been appointed the Chief Executive Officer of the new group.
The integration process, which has been jointly developed by both parties, will begin immediately and is expected to be completed within the first twelve months of the joint venture. This important work, as well as the further development of the existing business of the newly combined venture, will be directed by Mr. Akdemir and a management team consisting of:
Mr. Dan Timotin – Executive Director: In his capacity, Mr. Timotin will be leading Finance, IT, Legal and Procurement functions as well as Transformation Program Deployment Office
Mr. Andrew Taylor – Executive Director: In his capacity Mr. Taylor will be leading Marketing, Business Development and Public Relations functions.
Mr. Ovidiu Dusleag – Executive Director: In his capacity, Mr. Dusleag will be leading Manufacturing, Logistics and Q&A functions
Mr. Tomita Savastre - Executive Director : In his capacity, Mr. Savastre will be leading Research & Development and Planning functions.
Mr. George Ungureanu - Executive Director: In his capacity, Mr. Ungureanu will be leading Sales function.
Both factories - in Pitesti and Tulcea – will be kept operational while each will specialize in specific product areas.
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Caroli Foods Group
Caroli Foods Group and Campofrio Food Group to form the largest processed meat company in Romania
Caroli Foods Group and Campofrio Food Group announced today the signing of agreements to merge their operations in the form of a joint venture between the two processed meat businesses in Romania and neighboring territories including Bulgaria, Republic of Moldova, Serbia, Ukraine and Turkey.
This joint venture will create the leading company in the Romanian processed meat market with a combined market share over 16% and turnover exceeding Euro 120 Million. While Romania will continue to be the primary focus, the JV will seek to develop its presence in the SEE region.
The agreement between Caroli Foods and Campofrio Food Group aims at developing the combined businesses more effectively, leveraging the strengths and resources of both companies, and at creating value for all stakeholders. The JV will operate under Caroli Foods Group name.
The stake holding of the parties will be 51% for Caroli Foods and 49% for Campofrio Food Group, who will acquire in cash consideration additional shares to bring its stakeholding to 49%.
The new group will have a 5-member Board, consisting of Caroli Foods Group and Campofrio Food Group representatives, that will be chaired by Talal El-Solh. Haluk Akdemir, the current CEO of Caroli Foods, will become the Chief Executive Officer of the JV.
The transaction is subject to the approval by the Competition Council and other customary procedures that constitute normal practice for this type of transactions.
About Caroli Foods Group
Caroli Foods is one of the largest Romanian fresh cold cuts companies, being placed on the Romanian market on the second position. The Group produces five brands of cold cuts: Gourmet, Caroli, Maestro, Sissi and Primo Familia. During 12 years of activity, Caroli Foods has invested over 35 millions EUR for the production and the distribution of the cold cuts (technology, equipments and human resources etc). The Group has 1,300 employees, majority with ages between 18 and 35 years. The production facilities are aligned to the European Union standards. The factory from Pitesti, having over 18,000 sqm, is certified for food safety standards. Caroli Foods Group is formed by Caroli Prod 2000 SRL, Caroli Foods Group SRL, Caroli Brands SRL, and Maestro Industries SRL companies.
About Campofrio Food Group
Campofrio Food Group is the leading processed meats company in Europe and an important player in processed meats sector worldwide. With sales of 1.846 million euros in 2009, it is supported by more than 250 million of consumers. In order to satisfy all of them, Campofrio Food Group owns seven companies that operate interdependently within the group, holding the top position by market share in Spain (Campofrio), France (Aoste), Portugal (Nobre) and Holland (Stegeman); the second position in Belgium (Imperial); a relevant presence in Italy (Aoste); and an important penetration in segments with a high quality in Germany (CFG Deutschland). The position of Campofrio Food Group in Romania is strengthening after this joint venture with Caroli Foods Group. The Group has 9.000 employees that form part of the following companies: Aoste, Campofrio, Nobre, Imperial, Stegeman, CFG Deutschland and Campofrio Romania.
Caroli Foods - positive evolution on a bearish market
Bucharest, 14th of July 2009 – The net income of the Caroli Foods company reached EUR 29 millions during the first 6 months of the year, slightly increasing as compared to the net income recorded in the similar period of the previous year. This happens in a time of negative dynamics of the market which, for the first time in the recent years, has recorded a decrease of 1% in the first part of the year. Also, the operating profit of the company reaches, during the same period, at EUR 1 million, 4% higher than that of the 1st semester of 2008.
At the same time, the company has consolidated its position in the top of Romanian cold cuts manufacturers, reaching a market share of 12%, 1.5% higher than the market share recorded during the first 6 months of 2008.
Results 2008 – For the entire year 2008, the company recorded a 26% increase of the net income in EUR (39% in RON) as compared to 2007 (2008: EUR 69 millions / 2007: EUR 55 millions). The operating profit increased by 19% in EUR (32% in RON) as compared to 2007 (2008: EUR 5.7 millions / 2007: EUR 4.8 millions). At the same time, in 2008 the total amount of investments was of EUR 4.2 millions (RON 15.6 millions).
“It is obvious that 2009 is a difficult year for the entire economy and that nobody is immune. But Caroli Foods plans its business on the long term. Its main concern is to develop, especially in a difficult environment, new opportunities for consumers, to permanently analyze and optimize the portfolio of products. We believe that the investment in the brands is crucial for attaining the long-term objectives”, declared Andrew Taylor, Commercial Vice-president of Caroli Foods.
Investments in 2009 – For 2009, the expected volume of investments amounts to EUR 2.1 millions (RON 9 millions), amount that will be directed towards production equipment, logistic platform and distribution.
Year 2009 also means the beginning of the rebranding process of Caroli Foods. It aims at creating a synergy between the company’s brands by integrating them under the Caroli Foods “umbrella”. The rebranding process involves the development of a new visual identity for the company and the redrawing all product labels, as well as their testing with consumers. This step, which will be completed by the end of the year, benefits from a budget of EUR 250,000.
Market evolutions – The volume of the cold cuts market is of approx. 220,000 tons, and its value is of approx. EUR 1 billion. The market is and will continue to be affected by the decrease of consumers’ available income. However, there is still enough room for improvement and increase, seeing that the difference between Romanian and the European countries (Euro 25) as regards the consumption per capita is of 23%.
Although extremely overcrowded and competitive, the local market still provides important opportunities of increase. Besides the transformations associated to the economic crisis, we must also consider that, by the end of 2009, all manufacturers who want to keep their factories open will be forced to comply with the European food safety and hygiene standards. This fact creates the context for possible transactions on the market, as not all manufacturers will be able to abide by these standards.
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Caroli Foods is one of the leaders of the Romanian cold cuts market, ranking second. The Group manufactures five brands of cold cuts: Gourmet, Caroli, Maestro, Sissi (franchise) and Primo Familia. During the first 12 years of activity, Caroli Foods invested more than EUR 35 millions in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,300 employees, among which most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The two factories in Piteşti, having a manufacturing area of more than 18,000 sq.m., are food safety certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu.udroiu@dccom.ro
Caroli Foods launches a legend: Sibiu 1935 Salami
Bucharest, 15th of June 2009 – The recipe of the Sibiu salami, created by Filippo Dozzi , is launched today by Caroli Foods. The recovery of the recipe and the associated research needed an investment of approx. EUR 50,000 and one year of successive tests. At first, the product will be available in a limited number of locations, particularly because of the new specificities of the production process, which involves the longest manufacture process on the market.
“The Sibiu Salami refers, in fact, to a gastronomical experience; it means a rediscovery of the refined taste, coming from the past, that today’s consumers no longer found. They noticed the faded taste of quite many food products now available on the market. That is why Caroli Foods, completely abiding by the recipe of the famous Dozzi brothers, is launching now a product in a limited edition, with an authentic taste and a unique savor”, declares Andrew Taylor, Commercial Vice-president of Caroli Foods.
The idea of Caroli Foods launching the Sibiu 1935 Salami emerged a year ago. The product goes through a long manufacture process that lasts 90 days and whose purpose is to obtain the authentic taste of the Sibiu Salami.
“The secret of this product resides in patience. The patience of completely maturing the product and the patience of following the trace of a taste that seemed to be lost”, says Adrian Nicolaescu, Marketing Manager Caroli Foods.
The decision to launch it on the market was taken after the successive testing of the product, only when the “blind test” results compared to the competitors’ products indicated a preference of more than 84% of the subjects for the Sibiu Salami proposed by Caroli Foods. Consumers were able to appreciate the exterior aspect, the smell and the taste.
To manufacture this product, only natural ingredients were used, such as pork meat, lard, natural spices and salt. The authentic taste of the Sibiu Salami is given both by the special maturation process and by the carefully selected meat, from which only the best quality anatomic parts were processed: pork fillet and haunch.
The legend says that the parent of the Sibiu Salami is an Italian, Filippo Dozzi, who opened in Sinaia a salami factory for the aristocracy at the beginning of the 20th century. This salami used to be manufactured only during winter by the skillful butchers originating from Sibiu and its proximities. At export, this salami was passed through the Sibiu customs, which is the reason why its name remained as Sibiu Salami.
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Caroli Foods is one of the leaders of the Romanian cold cuts market, ranking second. The Group manufactures five brands of cold cuts: Maestro, Caroli, Gourmet, Primo and Familia. During the first 12 years of activity, Caroli Foods invested more than EUR 35 millions in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,200 employees, among which most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The two factories in Piteşti, having a manufacturing area of more than 18,000 sq.m., are food safety certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu.udroiu@dccom.ro
Caroli launches a new brand communication platform
Bucharest, 21st of May 2009 – The campaign “Caroli. Keeps Romanians moving!” is a new orientation for the company in terms of brand communication, with an intense emotional approach that gives consumers a well-deserved recognition. Due to its size, it is the strongest Caroli Foods campaign so far, benefiting from a total investment of EUR 1.3 millions in research, production and implementation.
With the consumer in its center, the message of this campaign underlines the need of a revitalizing break, allowing you to recover energy to continue the work. The advertising spot of the campaign faithfully reflects this approach, illustrating the role of the Caroli “catalyst” in regaining the necessary force for daily work.
“Strong brands invest and are guided according to the consumers’ needs. We believe that the merit of a brand resides in its consumers and that is why the new communication platform is meant rather to send an emotional message, i.e. a message of recognition and gratitude for all its categories of consumers: students, workers, pupils, officemen, DJs, taxi drivers etc.”, declares Andrew Taylor, Commercial Vice-president of Caroli Foods.
One of the marketing objectives is to increase top of mind by 50% by the end of 2009. Also, the new platform is an important support in reaching a market share of 15% by the end of the year.
The campaign will last 1 year and involves 360-degree activation, whereas the implementation will be done gradually through all the mass-media, TV, PR, outdoor, print, BTL. At first, the activation will be directed to TV by means of a highly visible campaign, supported by most TV stations, and during summer the campaign will extend to the other media as well.
To achieve this campaign, the investments were first directed towards research, then towards production and implementation through TV, outdoor and BTL. The development of the campaign “Caroli. Keeps Romanians moving” started last year through the surveys by means of which the consumer insights were validated, followed by the selection of the creative idea and by implementation.
The people who contributed to the achievement of the campaign “Caroli. Keeps Romanians moving!” are the following:
- on behalf of Caroli: Marina Caluian - Brand Manager, Adrian Nicolaescu - Marketing Manager, Andrew Taylor, Commercial Vice-president
- on behalf of McCann Creative: Alexandru Dumitrescu - Associate Creative Director, Adriana Pascan - Group Creative Director, Dinu Panescu - Senior Copywriter, Ionuţ Cojocaru - Art Director, Andreea Sandu - Group Account Director, Raluca Iacob - Strategic Planner, Claudia Cristian - Senior Account Manager, Oana Panait - Account Executive, Tiberiu Munteanu - Head of Production.
The production house that prepared the advertising spot is Abis Studio.
The spot was shot in 12 locations in Bucharest and, at least during the filming, it succeeded in keeping the team continuously moving. The production required the involvement of 150 utility actors and of a technical staff composed of 40 people.
In the winter holidays, Caroli Foods will try to break the record for the longest smoke-dried sausage in the world
Bucharest, 19th of December 2008 – As everybody knows, in the winter holidays, the joy and fresh traditional meals are much cherished! This year, Caroli Foods will prepare for all people of Bucharest, in Piaţa Constituţiei, the longest smoke-dried sausage in the world. The record will be proposed for validation on Saturday, 27th of December starting with 2 p.m. in Piaţa Constituţiei of Bucharest, in the presence of the representatives of the Guinness World Record, and everybody present there will have a chance to enjoy it. And this is because, on holidays, Caroli cherishes traditions and friendship!
The longest smoke-dried sausage is a Kabanos sausage based on a Caroli recipe where more than 70 kg of meat, lard, spices, garlic and secrete ingredients are mixed for a fresh and savory taste. After processing the meat, the sausage will undergo stuffing, binding of the ends, boiling and smoke-drying, achieved through technologies especially designed for obtaining this record product. Special attention will be paid during all this time to the transport and manipulation procedures.
“We are working with a lot of joy and much effectiveness to break this record. For Romanians, the Christmas traditions are very important and we wish that every one of them feels the holidays spirit in their home, in their soul and, why not, on their table. We are inviting everybody to support us in breaking this record and to taste from the longest smoke-dried sausage in the world”, declares Haluk Akdemir, CEO Caroli Foods.
To obtain the longest smoke-dried sausage in the world, more than 25 people will work for approximately 2 weeks.
The Caroli Foods team involved in this project and willing to break the world record is composed of the R&D Department managed by Tomita Savastre, R&D Manager, accompanied by: Ramona Ioniţă, Anca Mitulescu, Marilena Băcliu, Mihaela Angelescu, Andreea David, of the Production Department, managed by Vlad Nicolae, Production Manager, accompanied by Elena Vlad and Iancu Mihaela, as well as of Adrian Nicolaescu – Marketing Manager.
The event is offered to all Bucharest people by the City Hall of Bucharest and Caroli Foods.
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Caroli Foods is one of the most important players in the cold cuts industry, now being the second manufacturer on the Romanian market, with a market share of 11.1%, its main competitor being Cris Tim, with a market share of 13.4%. The Group manufactures five brands of cold cuts: Maestro, Caroli, Gourmet, Primo Familia and Sissi (Czech franchise).
The company was incorporated in Bucharest 14 years ago and was developed during this entire time in order to succeed in transforming itself from a local cold cuts manufacturer into a national one, with a rich portfolio of brands.
Caroli Foods has all the quality and production management standards certifications. In November 2004, Caroli Foods was granted the ISO 9001:2000 certificate, and in January 2005 the HACCP (The Hazard Analysis Critical Control Point System) certificate. Due to these certifications, all the Caroli Foods products are aligned to the EU standards.
Caroli Foods has a balanced portfolio that includes products from all processed meat segments: salami, sausages and frankfurters, ham and other specialities.
Caroli Foods invests EUR 5 mil. into a new logistic platform
Bucharest, 27th of March 2008 – Caroli Foods has started the construction works of a new logistic platform that is meant to substantially contribute to increasing the company’s activity efficiency at maximum.
Located close to the production areas of the Piteşti factory, the new platform will need an investment of up to EUR 5 million into buildings and equipment and will be operational by the end of the year. The platform will ensure a daily flow of 80-130 tons of commodity, at a level of inventories of 250-300 tons. As for the productivity level of order processing, the target for the new platform is of 1 ton/person/hour, similar to the one in the meat industry in the West Europe.
“The new facility will have a considerable impact on the way we will be able to respond to transformations and demands of the market. By introducing the new platform, we will be able to prepare customer orders more precisely, we will shorten the delivery time, and we will ensure a better management of the inventories. Last but not least, with the new investment our intention was to double the size of the business within 4 years”, declared Haluk Akdemir, CEO Caroli Foods.
The location of the platform close to the production area allows the optimization of the distribution time and of the operational costs, since the commodities enter the platform until they reach the various distribution points in the country, due to the fact that the city of Piteşti is the “center of gravity” of the product distribution area.
The logistic platform will be built on approx. 3,000 sq.m. and will provide a large storage capacity, vertically developed, and a proper usage of the space. The development and collection of products will be performed under strict hygiene conditions, automatically, through controlled processes. The platform will need operational personnel whose number would be 20% less as compared to the conventional variant.
***** Caroli Foods is one of the leaders of the Romanian cold cuts market, ranking second. The Group manufactures five brands of cold cuts: Gourmet, Caroli, Maestro, Sissi (franchise) and Primo Familia. During the first 12 years of activity, Caroli Foods invested more than EUR 35 millions in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,300 employees, among whom most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The two factories in Piteşti, having a manufacturing area of more than 18,000 sq.m., are food safety certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
Caroli participates in the largest European Foods and Beverage Exhibition
Bucharest, 11th of March 2008 – Caroli Foods will participate this year, between the 10th and 14th of March in Barcelona, at the Alimentaria, the largest European Food and Beverage Exhibition. This will be the second presence of our company in an international exhibition of this kind, after being the first Romanian manufacturer of cold cuts to participate in 2007 in another prestigious European exhibition, Anuga.
Caroli, Gourmet and Maestro are the brands with which the company decided to expose this year a wide range of products. This way, Caroli Foods wishes to stir the interest of the international consumer who values the authentic taste of Romanian products, prepared according to traditional recipes. The stand will contain salami, ham products, chicken and pork specialties, and, last but not least, Romanian traditional cold cuts.
“Our presence in an international exhibition of the kind is a proof of our concern for quality and hygiene standards, as well as of our concern for diversified recipes due to which our products are so appreciated in Romania, as well as on any other market”, declared Haluk Akdemir, CEO Caroli Foods.
Caroli Foods will display its products in the international pavilion, within Romania’s stand. This stand spreads on a total area of 280 sq.m. where 16 companies are going to display traditional products appreciated at international level.
Alimentaria is the largest European Food and Beverage Exhibition. It is organized every two years, and this year it celebrates 30 years since its first opening. Each edition is visited by more than 30,000 food specialists and by more than 50,000 buyers of the largest distribution and retail companies of the world.
The event reunites in its every edition, on an area spreading over more than 100,000 sq.m., between 4,000 and 5,000 exhibitors counting among the most important European companies that manufacture food and beverages, and more than 150,000 visitors. The event also includes international forums, congresses, research projects, machinery, and particularly forums dealing with innovating ideas for the food industry products.
***** Caroli Foods is one of the leaders of the Romanian cold cuts market, ranking second. The Group manufactures five brands of cold cuts: Gourmet, Caroli, Maestro, Sissi (franchise) and Primo Familia. During the first 12 years of activity, Caroli Foods invested more than EUR 35 millions in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,300 employees, among whom most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The two factories in Piteşti, having a manufacturing area of more than 18,000 sq.m., are food safety certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
Caroli - a business 50% more profitable in 2007. The highest increase of the market share in Top 10
Bucharest, 13th of February 2008 – For Caroli Foods, year 2007 meant an accelerated development of its business, as the company recorded an increase of its profit by 50%, up to the level of EUR 5.1 millions. The consolidated net turnover increased by 28%, reaching EUR 55 millions.
The Group finished year 2007 with a market share of 9.6% in value, thus ranking second among the players on the Romanian cold cuts market, both in value and in volume. At the same time, Caroli Foods also recorded the highest increase of the market share, as compared to the previous year, within the group of the first ten manufacturers in the cold cuts industry.
The financial performances obtained are the result of an active investment policy, of a careful analysis of the dynamics of the Romanian market, as well as of the development of the organization’s capacity of rapidly reacting to the market stimuli. In 2007, over EUR 2.5 millions were directed mainly to the improvement of the production capacities and to the development of the logistic infrastructure.
„We are pleased to see the reaction of the market to our permanent efforts to increase the quality and competitiveness of our products. Our customers are more and more exacting and we are determined to respond in the best possible way to their expectations by continuing to develop our business”, declared Haluk Akdemir, CEO Caroli Foods.
As regards the products, the operating capacity to an increasingly larger extent and the appreciation for the brands of the Caroli Group determined important increases on the salami segment (54%), ham segment (28%) and raw dry products (19%). In the top of sales considered by segments, salami ranks first (37%), followed by frankfurters and sausages (22%), ham (11%), and specialities (10%). This year, Caroli will continue to diversify its range of products some more, meeting the higher and higher expectations of its customers.
For year 2008, the Caroli Group aims for an increase that is quicker than the market increase rate, estimating a turnover of EUR 63 millions. For the current year, Caroli Foods contemplate an investment volume of EUR 7 millions that will be mainly directed to improving technologies in the production and logistic facilities.
Caroli believes that the cold cuts industry in Romania will continue its increasing trend during the following years, but more slowly that it has until now; for 2008, they expect an increase rate of 6-7%. The consolidation of the market and the increase of competitiveness remain, for the current year as well, two important evolution directions, given by the entrance of new players on the market. The effects of integration will continue to be felt in the operating costs of companies, which will be higher than before.
Caroli Foods estimates that, in 2008, its products in the average and high segments will experience important increases. A stronger reorientation of consumers towards individually packed or sliced products, as well as towards raw dry products is expected. As a general trend, customers prefer more and more often higher quality products, however the price remains one of the factors with great influence on the Romanian consumer’s choice.
***** Caroli Foods is one of the leaders of the Romanian cold cuts market, ranking second. The Group manufactures five brands of cold cuts: Gourmet, Caroli, Maestro, Sissi (franchise) and Primo Familia. During the first 12 years of activity, Caroli Foods invested more than EUR 35 millions in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,300 employees, among whom most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The two factories in Piteşti, having a manufacturing area of more than 18,000 sq.m., are food safety certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
The Caroli Foods Group exhibited in ANUGA 2007
Bucharest, 20th of November 2007 – Caroli Foods participated in this year’s edition of the ANUGA food exhibition ANUGA, organized between the 13th and the 17th of October in Köln, being the only domestic manufacturer to expose both in Romania’s stand and in an individual stand.
Caroli displayed approximately 150 products from the Gourmet, Caroli and Maestro ranges, covering an area of approximately 50 square meters. Thus, its visitors had the opportunity to judge the quality and diversity of all categories of products.
“For us, our presence in ANUGA was an important opportunity to promote the brands of Caroli Foods among European Union consumers; at the same time, our presence here allowed us to assess the new consumption trends and the possibilities to enter the European markets”, declared Talal El Solh, President of the Caroli Foods Group. “The fact that our stand was permanently visited and that our products were praised proves that we are able to satisfy the most exacting requirements”, he added.
ANUGA is the largest European food and beverages exhibition and one of the largest in the world, organized ever two years in Köln, Germany. Having a tradition of more than 20 years, ANUGA also attracts the largest number of visitors for this type of exhibitions, giving them the opportunity to find out about all the novelties, innovations and trends in the FMCG sector. In this year’s edition, 6,607 manufacturers from 95 countries participated, having at their disposal an exhibition area of 304,000 sq.m.
The Caroli Foods Group recorded during the first 9 months of year 2007 an increase of its sales by more than 25% as compared to the same period of the previous year. On the key accounts segment, the sales were more considerable, i.e. 40%, while the increase on the traditional segment is of 20%. For the current year, the company expects income amounting to approximately EUR 120 millions and a profit comparable to that of last year.
***** Caroli Foods is one of the leaders of the Romanian cold cuts market. The Group manufactures four brands of cold cuts: Maestro, Caroli, Gourmet and Primo. During the first 12 years of activity, Caroli Foods invested tens of millions of Euros in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,200 employees, among whom most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO 9001:2000 and HACCP certified. The Caroli Foods Group is mainly made of companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
Caroli Foods increased in 2006 by more than 50% as compared to the previous year
Bucharest, 13th of February 2007 - Caroli Foods believes that the cold cuts market could increase by 10% in 2007 and expects to reach a turnover of EUR 125 millions, which would correspond to an increase of more than 30% as compared to 2006.
The major directions of development for the current year, which mean an investment volume of more than EUR 5 millions, include the completion of the investment in the Piteşti raw dry cold cuts factory, the opening of two new logistic centers – in Cluj and Piteşti – as well as the extension of the chain store in Transylvania.
Another major direction is to continue the investments made for implementing the most exacting quality standards in the industry. This process, which was started in 2003 and led to the implementation of ISO 9001 and HACCP standards, also means bringing the production in the newly integrated capacities to the Caroli Foods standards. Thus, the production of the Maestro brand will be ensured by the Piteşti factory, as the facility in Cluj does not allow the suitable development of the production capacity and the compliance with the quality standards followed by all the entities of the Group.
These directions will be complemented by the launch of new products, development of the distribution network, promotion and development of the Maestro brand.
“We expect an intense year, marked by a dynamic evolution, an increase in competition and, at the same time, the opening to new opportunities on the European markets”- asserts Talal El-Solh, President of the Caroli Foods Group.
The European integration resettles the market
The European integration will certainly bring a resettlement of the market. There will be a tendency to consolidate the market through acquisitions. The need to align production to the European standards will cause the disappearance of certain manufacturers who cannot make investments to comply with these standards.
The alignment to the European requirements may also generate an increased price of products with certain local manufacturers who were late in making investments to make the technical update of their production capacities. On the other hand, competition will grow due to the entry of new players, will increase the number of suppliers of raw materials and other materials.
Caroli Foods prepared early its evolution on an extremely competitive market, such as the European market, by specializing its production lines for the various ranges of products, by organizing and consolidating the internal structure of its organization, by investing in human resources, by ensuring the requisite specific training in order to manufacture and sell the products on the European market.
Evolutions 2006
The Caroli Foods Group announced a turnover for 2006 amounting to EUR 93 millions, increased by 50% as compared to the previous year.
The ascending evolution was caused by a sustained investment flow – of more than EUR 11 millions – mainly directed towards widening the production capacities of the raw dry salami factory Indcarf, specializing production, organizational development, and human resources.
Also, a determining factor for the good evolution recorded by the company was the integration of Maestro Industries within the Group. Another concern that ensured the ascending trend was the introduction and promotion of more than 30 new products, as well as the care for complying with the most exacting quality standards applicable in the industry.
In 2006, the evolution of the Group’s products vas diversified. Traditionally, the highest increase was recorded in the salami category, particularly based on the increase of the Sandwich range, stimulated by the innovative promotion campaign, followed by a significant increase on the ham segment. An important increase was also recorded by the raw dry salami.
The baloney and pâté sales proved their potential, which is also valid for vacuum-packed products,
distributed particularly through the large retail chains.
The increase of the number of large stores stimulated the proportional increase of sales, as Moldova recorded an accelerated rhythm as compared to the other areas.
****
Caroli Foods is one of the leaders of the Romanian cold cuts market. The Group manufactures four brands of cold cuts: Maestro, Caroli, Gourmet and Primo, comprising more than 200 products, out of which 30 launched in 2006.
During its 12 years of activity, Caroli Foods invested tens of millions of Euros in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,200 employees, among whom most are between 18 and 35 years old. The Caroli Foods products are aligned to the European Union standards. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO 9001:2000 and HACCP certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
Caroli Foods - investments in development
Bucharest, 8th of November 2006 – The Caroli Foods Group has announced for the first three quarters of the year a turnover of EUR 66.8 millions, which means an increase by approx. 50% as compared to the same period of the previous year. The officials of the Group expect to reach a turnover of approx. EUR 95 millions by the end of year 2006.
“The increase accounts for our concern for investing in development. We are convinced that this is the result of the good evolutions of some well-known brands, but also of our permanent concern for innovation. We always introduce new products, we improve and supplement our recipes, we innovate in order to bring additional benefits to our consumers”, declared Talal El Solh, CEO & President, Caroli Foods Group.
The increase is also sustained through an investment program that aims at modernizing and extending the existing capacities within the Group companies. In 2006, SAPARD funds amounting to almost EUR 6 millions were used to modernize and extend the production line and the refrigerator TC Affaires and for the modernization of the refrigerating storehouses and installation of a line for the production of raw dry salami for Indcarf.
During the same first 9 months of year 2006, the Cluj manufacturer Maestro Industries was integrated into Caroli Foods. Thus, the group now includes four brands: Caroli, Gourmet, Maestro and Primo and a wider portfolio of products. Moreover, the integration of the two distribution networks ensures a closer presence to the consumer for all products.
As for the evolution by segments, the highest dynamism was that of the salami and ham categories. Caroli Foods recorded the largest sales – more than 63% as compared to the previous year – on the salami segment, the main exponent of this category being the Victoria-Caroli range. Also, on the ham segment an important increase was recorded due to the Deliciu range, which is part of the Gourmet brand.
The Caroli Foods Group will continue until the end of the year to consolidate one of the most important entities on the cold cuts market, through investment decisions aiming at developing its production capacities.
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Caroli Foods is one of the leaders of the Romanian cold cuts market. The Group manufactures four brands of cold cuts: Maestro, Caroli, Gourmet and Primo, comprising more than 200 products, out of which 20 launched in 2006. During its 12 years of activity, Caroli Foods invested tens of millions of Euros in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,200 employees, among whom most are between 18 and 35 years old. The Group’s turnover, at the end of the last year, was of EUR 62 millions, i.e. 40% higher as compared to the previous year. The Caroli Foods products are aligned to the European Union standards. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO 9001:2000 and HACCP certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
Caroli Foods launches the "Sandwich" slightly dried salami range
Bucharest, 6th of November 2006 – Caroli Foods launches for the first time on the Romanian market the slightly dried salami in the shape of the toast slices. To achieve the new shape, an investment of approx. EUR 500,000 into R&D and marketing was needed.
The innovating shape salamis are launched under the Caroli brand - “Sandwich” range, and their names are Caro and Trigon, being perfectly suited for the toast slices.
“It is said that the difference between something good and something special resides in the care for detail. We have always offered to our consumers high-quality products, with special recipes. This time, we wanted to bring, by innovation, besides all these, new benefits to our consumers”, declared Talal El Solh, CEO & President, Caroli Foods Group.
The market research pointed out the customers’ tendency of preferring slightly dried salami for sandwiches. Also, the ease of use and convenience are valued. Moreover, customers also “eat with their eyes” and a sandwich is all the more attractive as each ingredient has the right shape.
Launching the “Sandwich” range takes place in an optimal period for the consumption of slightly dried salamis, according to the research on consumer habits for these assortments. However, the salami segment in general has more marked dynamics during the rest of the year as well.
The “Sandwich” Caroli range contains, besides the two aforementioned assortments, the Baguette salami, whose classical round shape makes it suitable for sandwiches based on French stick or long-shaped loaf. Each of the three kings of salami has a distinct shape and recipe.
- • The Caro salami is rectangular in shape, coming in 3 variants of weight and size - gastro, medium and small – but with a unique recipe;
- • The Trigon salami is triangular in shape and has a standard weight - 650g; two slices (triangles) fit perfectly to the toast slice;
- • The Baguette salami has a standard weight - 350g, being suitable for classic sandwiches (French stick or long-shaped loaf).
*****
Caroli Foods is one of the leaders of the Romanian cold cuts market. The Group manufactures four brands of cold cuts: Maestro, Caroli, Gourmet and Primo, comprising more than 200 products, out of which 20 launched in 2006. During its 12 years of activity, Caroli Foods invested tens of millions of Euros in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,200 employees, among whom most are between 18 and 35 years old. The Group’s turnover, at the end of the last year, was of EUR 62 millions, i.e. 40% higher as compared to the previous year. The Caroli Foods products are aligned to the European Union standards. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO 9001:2000 and HACCP certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires, INDCARF S.A. and Maestro Industries.
For further information, please contact Mr. Silviu Udroiu at tel. (021) 312 38 35/36 and e-mail silviu@dccom.ro
Caroli Foods completes the takeover of Maestro Industries
Bucharest, 6th of July 2006 – Yesterday, the Competition Council approved the takeover of the Cluj manufacturer Maestro Industries by one of the leaders of the Romanian cold cuts industry: Caroli Foods. By this purchase, Caroli Foods consolidates its position on the market, thus becoming an even more active presence in Transylvania – where Maestro is one of the most praised brands of the kind.
“The takeover of Maestro Industries means, first of all, the increase of the product portfolio of the Caroli Foods Group. Then, due to the synergies that will appear at the production and distribution level, we will achieve a doubling of the market share at the level of the Transylvanian market, which leads to a consolidation of the Group’s position at national level. Also, we will have a better coverage for all our products and we will be closer to our customers”, declared Talal El Solh, CEO & President, Caroli Foods Group.
Maestro is now the fourth brand in the Caroli Foods portfolio, the other three being Gourmet, Caroli and Primo. These brands contain an extremely diversified range of products, counting more than 200.
Caroli Foods will carry out a substantial investment program in Cluj-Napoca in order to ensure the increase in productivity and the rigorous compliance with the quality standards. The investment will be supported both by own funds and by external finance sources.
The Maestro management team will continue to coordinate the activities connected to this brand and will receive constant support from the management of Caroli Foods. “We are extremely optimistic about the development perspectives that now open up to us. Once we enter the Caroli Foods family, we will benefit from the experience and expertise of the Caroli team, which are considerable. In its turn, the Maestro team will contribute to the development of the Group as it is very well acquainted with the cold cuts market in Transylvania and has built up valuable skills during the 10 years of presence in this field”, declared Clara Taşnadi, Executive Manager, Maestro Industries.
The purchase contract between Caroli Foods and Maestro Industries was entered into at the end of March 2006, after negotiations that lasted for one year. The approval of the Competition Council is the last necessary step before this contract enters into force.
During the first half of year 2006, the increase of the Caroli Foods Group was of more than 50% as compared to the same period of 2005. The increase was mainly generated by the national promotion of products in the Caroli range and by the launch of 20 new products under the brands of Caroli, Gourmet and Primo. Another determining factor was the optimization of the distribution network. The estimated turnover of the Caroli Foods Group for 2006 is of EUR 93 millions, which would mean an increase by 50% as compared to the previous year.
Caroli Foods bets EUR 4 millions on raw dry cold cuts
Bucharest, 13th of February 2006 – This month, Caroli Foods started building a factory exclusively dedicated to raw dry products. In 2005, the production capacity of the company increased by 50%, and in 2006, the Caroli Foods strategy refers to a continuation of this increase to double the current capacity.
“The second factory of the Caroli Foods Group will manufacture approx. 200 tons of cold cuts per month, in a variety of assortments – going from Sibiu Salami to Bănăţean Salami and saveloy. The production unit will be commissioned at the end of 2006 and is located in the industrial area of Piteşti city. Through the EUR 4 million investment we will create 150 new jobs”, declared Talal El Solh, CEO & President, Caroli Foods Group.
By building the new factory, having a net area of 7,000 square meters, Caroli Foods reacts to the increased appetence of the internal market for raw dry cold cuts and for the top range delis, in general. Moreover, once Romania accedes to the European Union, Caroli Foods will be able to freely export on the single market, where this category of delis is very much appreciated.
The construction and commissioning of the new factory costs EUR 4 millions, amount that accounts for 40% of the lump sum of the investments envisaged by the company for 2006. The financing of this project is made from own sources, supplemented by financing obtained by the Caroli Foods Group from outside the company. Besides production, the investment plan for this year also refers to IT, logistics, sales, management, and marketing.
The production equipment and processes in the new factory will comply with the ISO 9001:2000 standard(international quality management standard) and with the HACCP standard (international food safety standard), just like the already existing Caroli Foods factory does. Thus, the quality of the Caroli Foods products will continue to observe the directions of the European Community.
***
Caroli Foods is one of the leaders of the Romanian cold cuts market, with an estimated market share of 12%. The Group manufactures three brands of cold cuts: Caroli, Gourmet and Familia, comprising more than 150 products, out of which 41 launched in 2005. During its 12 years of activity, Caroli Foods invested tens of millions of Euros in processing and distributing cold cuts (technology, hygiene equipment, human resources, etc.). The Group has 1,000 employees, among whom most are between 18 and 35 years old. The Group’s turnover, at the end of the last year, was of EUR 62 millions, i.e. 40% higher as compared to the previous year. The Caroli Foods products are aligned to the European Union standards. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO 9001:2000 and HACCP certified. The Caroli Foods Group is mainly made of the companies Caroli Prod 2000, T.C. Affaires and INDCARF S.A.
For further information, please contact Mrs. Ştefania Iliescu at tel. (021) 312 38 35 and e-mail: stefania@dccom.ro.
Caroli Foods: investments of EUR 6 millions in 2005
Piteşti, 16th of November 2005 – Today, Caroli Foods records the completion of the new investment of almost EUR 2,000,000, destined to the modernization of the production capacities in its Piteşti cold cuts factory. This factory thus becomes one of the most modern in Romania, totaling an investment of EUR 6 millions at the level of year 2005.
The amount of approx. EUR 2,000,000, obtained by SAPARD co-financing, was invested in Piteşti for the modernization of the equipment and of the work environment, the increase of the production capacity and diversification of the range of assortments, environment protection, and food safety. In 2005, Caroli Foods invested other EUR 4 millions in technological machinery and equipment, in the modernization of the distribution fleet, in creating storage areas at European standards, in implementing an ERP application, in training the staff (EUR 200,000), and in marketing activities.
The investment in 2005 raises the level of the financing made by the Group into the Piteşti factory to EUR 10 millions during the last four years. Other EUR 10 millions will be invested by the Group during 2006. The investments envisaged for 2006 are dedicated to building a crude cold cuts factory and to diversifying the already existing production to double it.
On the general market, Caroli Foods ranks among the first 3 cold cuts manufacturers, with an estimated market share of 12%. Today, at Piteşti, 80 tons of cold cuts are manufactured every day, which include 150 assortments, divided into several categories: from baloney to salamis, from dried products to specialities, pâté and diet products. The products of Caroli Foods are traded under three distinct brands – which vary on different market segments – namely: Caroli, Gourmet and Familia. In 2005, 40 new products were launched under the three brands.
“Romanians are more and more selective when they choose cold cuts, that is why we opted for the technologies that bring the best results, purchasing only imported machines, particularly from Germany,” says Talal El Solh, President of Caroli Foods, who believes that the selectiveness level comes from the Romanians’ tradition of processing meat products. “We believe that the market welcomes this concentration on quality down to minute detail. In fact, the increase by 40% of the turnover for the first nine months of 2005 – as compared to the same period of 2004 – confirms that we made the best choice. This increase frames within the increase rate of 40-45% recorded by the Group year-by-year”, concludes El Solh.
The Caroli Foods products are aligned to the European Union standards and will be suitable for export as soon as Romania accedes. The Piteşti factory, having a manufacturing area of 15,000 square meters, is ISO certified and has also implemented the HACCP food safety standard.
During the 11 years of activity, Caroli Foods invested EUR 13 millions into the processing and distribution of cold cuts. The Group has 950 employees, among whom two thirds are between 18 and 35 years old.
According to the most recent classifications in the online environment, Caroli Foods is one of the best employers in the industry. The turnover of the Group, at the end of last year, was of EUR 44 millions. The Caroli Foods Group is made of the companies Caroli Prod 2000, T.C. Affaires and INDCARF S.A.
The market is dominated by salami
Among all the categories of cold cuts, the salami is bought in the largest amounts, followed by the baloney and by the frankfurters. These assortments account for approx. 80% of the total market volume, according to the surveys of the Group. The salami and the baloney are the most frequently bought, at an average of four times per month.
Romanians value most the raw dry products and specialities, such as: fillet, pastrami, rustic bacon, pork nape, pork gammon, chicken breast, ham. According to the internal studies of the company, meat products are preferred because they are tasty, easy to prepare and nourishing.
According to the data published in May in a survey made by the Romanian Meat Association, the criteria in choosing cold cuts are: freshness (53%), affordability (37%) and taste (31%).
For further information, please contact Mrs. Ştefania Iliescu at tel. (021) 312 38 35 and e-mail: stefania@dccom.ro.
